摘要
从新媒介数字鸿沟视角构建老年人的用户画像,挖掘不同老年群体智能手机使用的行为习惯与需求特征差异,为每个细分群体提供精准服务,对提升老年人的生活质量和应对老龄化社会挑战具有重要意义。基于问卷调查和深度访谈获取基础数据,构建涵盖智能手机社交互动、休闲娱乐和数字生活等各项功能使用行为的用户画像标签体系,运用因子分析和K-Means聚类方法对调查数据进行实证分析。根据用户画像标签特征,老年人智能手机用户可划分为传统生活型、仅基础应用型、移动支付谨慎型、实用主义型和紧跟时代型5类,挖掘每个细分群体的典型特征,提出更加个性化和针对性的服务策略建议,有助于积极推动老年人数字鸿沟问题的解决。
This study aims to construct user portrait of elderly people's smartphone usage from the perspective of the new media digital divide,explore the behavioral habits and demand characteristics of different elderly groups in smartphone usage,and provide more precise services for each segmented group.This is crucial for improving the quality of life of the elderly and addressing the challenges of an aging society.Based on questionnaire surveys and in-depth interviews,primary data are collected to construct a user portrait labeling system that encompasses social interaction,leisure and entertainment,and digital life functions of smartphones.Factor analysis and K-Means clustering methods are employed to conduct empirical analysis on the surveyed data.According to the user portrait labeling features,elderly smartphone users can be categorized into five groups:traditional lifestyle,basic application-oriented,mobile payment-cautious,pragmatic,and technology-embracing.By exploring the typical characteristics of each segmented group,more personalized and targeted service strategies are proposed,which can actively promote the resolution of the digital divide faced by the elderly.
作者
环梅
HUAN Mei(School of Economics and Management,Beijing Institute of Graphic Communication,Beijing 102600,China)
出处
《北京印刷学院学报》
2025年第7期29-36,共8页
Journal of Beijing Institute of Graphic Communication
基金
北京印刷学院校级项目“基于数据驱动的老年人新媒体使用行为研究”(Ed202210)研究成果。
